Study and Analysis of Factors Affecting the Development of Food Tourism in Anousheh Street of Ahvaz City

A B S T R A C T The desire to travel and experience the unique and true taste of local food has become one of the greatest paradigms of the tourism industry. For this purpose, the present study was conducted to investigate and analyze the factors affecting the development of food tourism in Anousheh Street, Ahvaz. This research is applied-theoretical in terms of purpose and descriptive-analytical and survey in terms of nature and method. Statistical data of the research have also been extracted from library and field methods (questionnaire). Data collection in this study was done by the researcher directly referring to the respondents and presenting a questionnaire to them. In relation to the objectives, the statistical population of the present study consists of tourists referring to Anousheh Street in Ahvaz in 2020; whose number was approximately 240 thousand people (Cultural Heritage, Handicrafts and Tourism Organization of Khuzestan Province, 1399). According to the statistical population in this study, the sample size, which was calculated using the Cochran's formula, 382 samples were identified. Finally, Pearson correlation coefficient, multivariate regression, path analysis and Friedman test were used to analyze the data. Findings based on Pearson coefficient showed that there is a positive and significant relationship between environmental-physical factors, advertising-marketing factors, personality factors, attitudes and motivational factors and cultural factors with the development of food tourism in this street. Also, the findings of multiple regression analysis showed that approximately 44% of the variance of food tourism development is explained by environmental-physical and cultural factors. Also, according to beta values, cultural factors (Beta = 0.43) and environmental-physical factors (Beta = 0.21) are the strongest variables to predict the development of food tourism on Anousheh Street in Ahvaz, respectively. Findings from the path analysis test showed that the independent variables of the study to a high extent can explain the variance of the food tourism development variable And is estimated to be above average. Finally, the findings of Friedman test showed that there is a significant difference between at least two independent variables in terms of the impact on the development of food tourism on Anousheh Street; The highest impact is related to cultural factors and the lowest impact is related to personality factors.Extended AbstractIntroductionThe tourism industry in any country is very important in the dynamism and mobility of the country's economy and what will be necessary and inevitable for every tourist during the trip is to eat in the host country or city. Food is not only a basic human need, but also associated with culture and has a special place in the tourism industry. The desire to travel and experience the unique and true taste of local food has become one of the greatest paradigms of the tourism industry. For this purpose, the present study was conducted to investigate and analyze the factors affecting the development of food tourism in Anousheh Street, Ahvaz. MethodologyThis research is applied-theoretical in terms of purpose and descriptive-analytical and survey in terms of nature and method. Statistical data of the research have also been extracted from library and field methods (questionnaire). Data collection in this study was done by the researcher directly referring to the respondents and presenting a questionnaire to them. In relation to the objectives, the statistical population of the present study consists of tourists referring to Anousheh Street in Ahvaz in 2020; whose number was approximately 240 thousand people (Cultural Heritage, Handicrafts and Tourism Organization of Khuzestan Province, 1399). According to the statistical population in this study, the sample size, which was calculated using the Cochran's formula, 382 samples were identified. Finally, Pearson correlation coefficient, multivariate regression, path analysis and Friedman test were used to analyze the data. Results and discussionFindings based on Pearson coefficient showed that there is a positive and significant relationship between environmental-physical factors, advertising-marketing factors, personality factors, attitudes and motivational factors and cultural factors with the development of food tourism in this street. Also, the findings of multiple regression analysis showed that approximately 44% of the variance of food tourism development is explained by environmental-physical and cultural factors. Also, according to beta values, cultural factors (Beta = 0.43) and environmental-physical factors (Beta = 0.21) are the strongest variables to predict the development of food tourism on Anousheh Street in Ahvaz, respectively. Findings from the path analysis test showed that the independent variables of the study to a high extent can explain the variance of the food tourism development variable And is estimated to be above average. Finally, the findings of Friedman test showed that there is a significant difference between at least two independent variables in terms of the impact on the development of food tourism on Anousheh Street; The highest impact is related to cultural factors and the lowest impact is related to personality factors. ConclusionThe results indicate that among the factors affecting tourism development, cultural factors, attitudinal and motivational factors, advertising-marketing factors, environmental-physical factors, personality factors have had the most impact on food tourism development in Ahvaz, respectively. Also regarding the importance and ranking of variables affecting the development of food tourism, the research results are as follows:Cultural factors: hospitality (amiability) and appropriate behavior (rank 1); Nightlife (Rank 2); Food authenticity and cultural heritage of food (food differentiation with other regions) (rank 3); Observance of ethical issues (rank 4); General culture of the region (rank 5); Local traditions (rank 6); Feeling safe and secure (ranked 7); Cultural attractions of the region (ranked 8).Attitudinal and motivational factors: smell, taste and appearance of food (rank 1); Being together (rank 2); Observance of hygienic principles (rank 3); Escape from everyday life (ranked 4th); Interesting experience (rank 5); Genuine experience (rank 6); Social status (rank 7); Acquisition of knowledge (rank 8).Advertising factors - marketing: the quality of local food and creating diversity (ranked 1); Facilities and orders for production and supply of local and traditional food (rank 2); Local and traditional food brand (ranked 3); Information and Communication Technology, Banners and Billboards (Rank 4); Food Festivals and Festivals (Rank 5); Food tours for cooking training (rank 6); Food Tourism Guide (Rank 7).Environmental-physical factors: proximity to dormitories and the presence of people from different cities (rank 1), proximity to Shahid Chamran University of Ahvaz (rank 2); Quick and convenient access (rank 3); Proper scenery (unique place design) (Rank 4); Environmental health (rank 5).Personality factors: curiosity (rank 1); Variety and experience of eating new foods (ranked 2nd); Pleasant perception (gaining peace of mind) (rank 3); Neophobia (trying to overcome the fear of experiencing new foods) (Rank 4). FundingThere is no funding support. Authors’ Contribution All of the authors approved thecontent of the manuscript and agreed on all aspects of the work. Conflict of Interest Authors declared no conflict of interest. AcknowledgmentsWe are grateful to all the scientific consultants of this paper.